“Chris has the editorial talent and the industry understanding to take Blip’s programming to never before seen heights, for consumers and advertisers. His talent will create a noticeable impact throughout the video content ecosystem,” Blip sales and marketing chief Jason Krebs said in a statement.

Indeed, Mohney has some experience riding the line between editorial and promotional material, thanks to his experience with Tumblr's Storyboard. In an interview with Adweek in April 2012, Mohney touted Storyboard as "telling stories on Tumblr about Tumblr."

At Blip, Mohney will "oversee all editorial and programming direction for Blip.com and Blip content across the Web and all digital platforms, across the globe," according to the company. He'll be based in New York.